social media infrastructure: building a foundation for success
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Social Media Infrastructure: Building a Foundation for SuccessTRANSCRIPT
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Social Media InfrastructureBuilding a foundation for success
aogreen
Ryan Welchaocreative.com_ryanwelch
Sunday, March 21, 2010
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FoundationsWebsite should be your foundation for online presence
Integrating other mediums into what you’re doing on your website
Your Website
Twitter YouTube Videos Facebook Blog
Points back to website - your “foundation”
Determines “content” for social media outlets
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FoundationsContent is key (‘king’ as Caroline said)
What are you selling?
What are you offering people as a value add?
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Social Media Marketplace
The social media marketplace is now a conversation
Are you listening? What are you hearing?
From customers directly, keywords, online chatter
Listen first - talk (sell) second
Your Organization/Business Conversation Clients
Mistake: Using social media as a channel rather than conversation
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Social Media MarketplaceAuthenticity and transparency are very important
Human element added to digital life
People want to interact with real people
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Social Media Marketplace
Marketplace is now a relationship
How committed are you?
The value of participating online is the ability to build lasting, meaningful ties. Anything short is a brief "viral success" at best ...
and at worst, lost opportunities to maintain and grow a loyal customer base.
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Social Media Marketplace
Before can take something “viral” - you need a Structure (your website)
A plan and a pathway (hopefully many pathways)
MicroBlogs (Twitter)
WebsiteRSS, News
Blogging, Forums Podcasts,
Videos, Photos
Wikipedia
Business Networking
Social Networking
eMarketing
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Social Media Marketplace
Conversation
Your StoryDelivery
Story Telling
Visual Message
Information
Peer Connection
Client Connection
Selling
Customer Service
MicroBlogs (Twitter)
RSS, News
Blogging, Forums
Podcasts, Videos, Photos
Wikipedia
Business Networking
Social Networking
eMarketing
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Social vs Traditional Media
Traditional media is a one-way street - message only flows one way.
Social media will NOT replace traditional media or core business elements
Social media is just another way of doing those things (marketing, public relations, advertising, etc.)
Mistake: Using traditional marketing tactics in social media
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Social vs Traditional Media
Social media is not the end-all. It’s simply part of the infrastructure which changes traditional marketing in a way never seen before
New communication and promotional tools, to expand on your foundation...
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Social Media and Your Site
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Consider the platform’s elements/standards
Twitter: Bird, Facebook: F, LinkedIn: IN
Take the time to design it
Consider putting it front-and-center
Use apps or plugins
Remember where your content is showing up
Website Basics Social Media on Your Site
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Twitter Feed
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Social Media Connections
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Social Media Connections
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In contrast...
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Foundation (Website) Basics
But How?
You want to get online...to start the structure...
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Spelling: If clients can’t spell it, less likely to remember it
Buy misspellings
Easy to say over phone, in conversation
Not too long (max length: 63 char.)
Utilize keywords
A call to action?
Make it memorable
Website Basics Domain Name
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TroyTacklesMore.com Re-directs to HeadandShoulders.com
Website Basics Domain Name
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Buy domain name
FYINIC.com
GoDaddy.com
Register.com
Extensions
.com most popular
.org if you’re a non-profit or group
Website Basics Domain Name
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Basically “renting” space on a server to host your site’s files
Server machine running a web
server
Your machine running a web
browser
Your browser connects to server and requests a page
The server sends back the requested page
Server Your Machine
Website Basics Web Hosting
E-mail accounts with your domain name suffix
Depending on hosting service, you’ll pay around $6-25 per month for basic hosting
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If you don’t have your own, use iStockPhoto.com
Website Basics Photos & Graphics
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Navigation architecture of the site
Needs to be completed before design phase
Nothing more than basic outline, displayed visually
Initiatives News & Events Get Involved About PLF Our Partners Publications Contact
Portland Leadership.org Site Map
Overview of programs offered
List of upcoming events
Overview of getting involved
Overview of what PLF is about
Overview/List of partners
Overview of 2 pubs they offer
Phone/email & contact form
Program 1
Program 2
Program 3, etc
Global Nav
Desc. of page
Sub-pages
Use of DB
Funding
Volunteer sign up
Agents of Change
Impacting Lives
Board & Staff
Blog
E-Newsletter
Footer Provides contact information, direct links all of the above global nav and some sub links
Website Basics Information Design
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Information you provide will help define goals of the site
Site map will help design the site from a structural and design point of view
Lots of work up front, but will pay off in the long run
Website Basics Information Design
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Questions to consider:
What is the purpose of your business?
What are goals of the site? Short & Long-term?
Who are the intended audience of your site? Describe typical viewer.
Age group, sex, nationality, education, profession
Website Basics Information Design
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What other companies have similar businesses to yours? What do their sites look like?
Functionality of the site:
Forums, calendar, password protection, e-commerce, products, backend database, social media widgets
Content Management Systems (CMS)
Wordpress, Joomla, Drupal
Website Basics Information Design
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How will people find your site? Will they be repeat visitors?
Advertising
Search engines
Existing customers
Social media tools
Website Basics Information Design
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Search Engine Optimization (SEO) process of improving the volume traffic to a web site from search engines via un-paid search results
As opposed to Search Engine Marketing (SEM) a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement.
sources: SEM, SEO
Website Basics SEO vs SEM
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SEO
Search Engine Result Pages (SEM)
SEM
Paid Inclusion (SEM)
Natural (un-paid) results (SEO)
Website Basics SEO vs SEM
80% click on un-paid results
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SEO takes patience, but will yield results if done correctly
SEO = The Tortoise
SEM = The Hare
Website Basics Search Engine Optimization (SEO)
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Overview of Search Engines
“Spiders” or “bots” looking for links
Build lists of words, notes and where they are located
Builds index based on its own system of weighting
LINKS are everything!
Website Basics Search Engines
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Encodes data to save space
HOME FootballTennisBasketballFieldPhotographyVideoScoresTeamsGrassStandsFans
ScoresScoreboardCollegeProfessionalYardsInchesShoesBasketMediaField GoalPhotos
Web Spider/Bot
Builds list of words ¬es where they
were foundBuilds index based on own system of
weighting
Stores data for users to access
Website Basics Search Engines
Your Website
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Google Page Rank is simply, a rough indication of the popularity of a Web page. A higher PageRank indicates a more popular page.
PageRank is a link analysis algorithm used by the Google Internet search engine that assigns a numerical weighting to each element of a linked set of documents on the web with the purpose of "measuring" its relative importance within the set
Website Basics Google Page Rank
Source: Wiki
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Setting up your site for SEO success
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Keywords are words that may be used by viewers searching for information
Determine the keywords that best describe your site and use them in your content
Website Basics Keywords
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Long-tail keywords are those low-volume, obscure, infrequently searched-for keywords that turn up in your search query reports.
“red Nike mens running shoes” is long-tail
“shoes” is not
Website Basics Long-Tail Keywords
High Cost& Competition
Low Cost& Risk
Low probability of conversion
High probability of conversion
1-Word Phrases “shoes”
2-Word Phrases “mens shoes”
More Descriptive Phrases “red Nike mens running shoes”
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Website Basics Keywords: Longtail
Benefits to Long-tail keywords:
can provide significant search volume
have less competition than generic keywords
more specific, easier to tailor ads to searchers
people searching with LT are further along in buying process
lower CPCs, higher CTRs and higher conversion rates mean long-tail keywords can be extremely profitable
Queries with 4-8 keywords grew YOY 3% to 20%
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Website Basics Search Engine Principals
Google Keyword Research Tool
Google: “google keyword tool”
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Use keywords in filenames: “contact-your-company-name.html”
Mistake: Using typical filenames that don’t use keywords.
contactus.html or aboutus.html
Website Basics Site Setup: Filenames
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Website Basics Site Setup: Blog Permalinks
http://www.avayahblog.com/bravo-wedding-affair-at-the-embassy-suites-in-portland-oregon
NO
YES
Changing permalink settings in Wordpress(Lower left hand side of Dashboard)
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Website Basics Site Setup: Blog Permalinks
Post Title
Post URL
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Website Basics Site Setup: Blog Permalinks
Post URL
Post Title
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Filenames
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Website Basics Site Setup: Page Titles
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Search-friendly (most weight put here)
Put something there that is significant
Whatever is at beginning of Page Title is most important
Website Basics Site Setup: Page Titles
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Website Basics Keyword Best Friends
PhotographySame Day Edits
Wedding InformationWedding Day QuestionsWedding Videography
Eugene, Oregon WeddingsOregon Weddings
Oregon Wedding PhotographyWedding FilmmakingWedding Video Prices
Destination Wedding VideosCabo Wedding Videography
Home Page
(content & keywords)
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Website Basics Keyword Best Friends
Page title, Content and
keywords very specific to
“destination weddings”
Page title, Content and
keywords very specific to “same
day edits”
“Create Silo Pages”
Destination Weddings Same Day Edits
Home Page
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Meta Keywords, Descriptions
Order is important - put them at the top, just below “Title” tag in the code
Order: Title, Description, Keywords
Website Basics Site Setup: Meta Keywords, Descriptions
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Use keywords in your H1 tags
Remember you’re writing for humans
Use to highlight main subject of your page
Use at top of page
Website Basics Site Setup: Heading Tags (H1, H2, etc.)
Don’t overuse H1 tags. Google looks down on too many <H1> tags on a page
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Use keywords in the first part of our body text
Use as many keywords throughout the body text, but remember to “write for humans” not for the bots and spiders
3-4 keywords per paragraph
Use keywords as links:
Website Basics Site Setup: Body Text
NO
YES
“View” or “Watch Video”
“Canon HF-10 Review Video”
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Search-friendly Images
Use the ALT tag to describe your image
Name your images using keywords
Website Basics Site Setup: Search-Friendly Images
Instead of: “weddingphoto001.jpg”
Use: “same-day-wedding-portland-oregon-01.jpg”
Spiders can’t click, they can read
Flash sites can’t be indexed
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Engagement Object: an element or multimedia component that you can add to your website that is engaging and causes users to interact with your website.
Website Basics Engagement Objects
Videos
Photos
Podcasts/Audio Files
Macros
Graphs/Charts
Webcomics
RSS Feeds
Polls
Maps
Live Streaming
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"I think, that a year from now, we are going to be sitting here saying – ‘if you don’t have video, if you don’t have engagement objects on your website, you are just not going to rank. It will make you last among equals if you don’t have it.”
Website Basics Engagement Objects
– Bruce Clay, BruceClay.com
120 200variables to rank sites
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Creating quality, engaging and unique content
Publishing content that can be easily indexed by search engines
Describing that content in a way that follows best practices for SEO.
Website Basics Video SEO
What is Video SEO?It’s an extension of SEO
Source: ReelSEO.com
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Website Basics Video SEO
Hosting vs PostingShould we host our videos on our own server or post them to video sharing sites?
YES.
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Consider submitting your videos to multiple video sharing sites (YouTube, Google Video, MSN Video, Vimeo, etc.)
Titles are extremely important
Put URL at beginning of description
Use watermarks on your video
Include web address at end of video
Website Basics Video SEO
Basic Video SEO Tips (Posting)
www.TubeMogul.com
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Submit your site to be indexed:
Yahoo
MSN
Ask.com
Website Basics Get Indexed
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Keeping track of your visitors
Google Analytics
StatCounter
Site Meter
Web Trends
Website Basics Metrics
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The Third Pig
Build your site as strong as the third pig’s house
Don’t be short-sighted
Build your site with solid SEO base
Website Basics Wrap Up: SEO Principals
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The Ant Factor
SEO doesn’t offer instant results
Must consistently do small, simple things
Website Basics Wrap Up: SEO Principals
Sunday, March 21, 2010
![Page 67: Social Media Infrastructure: Building a Foundation for Success](https://reader038.vdocuments.net/reader038/viewer/2022110306/5552958cb4c905e8128b4be0/html5/thumbnails/67.jpg)
Learn from the Crowds
Figure out what people want, what they’re looking for, and how they look for it.
Use: Google Keyword Research Tool, Twitter search
Website Basics Wrap Up: SEO Principals
LISTEN!
Sunday, March 21, 2010
![Page 68: Social Media Infrastructure: Building a Foundation for Success](https://reader038.vdocuments.net/reader038/viewer/2022110306/5552958cb4c905e8128b4be0/html5/thumbnails/68.jpg)
How will I manage the content on my site?
Can you add widgets to my site?
(i.e my Twitter feed/search, Google map, video widgets, etc.)
Will people be able to easily share things on my site using ShareThis, AddThis, posting to Facebook, Twitter profiles.
How will people interact on my site (add comments, post reviews, share products, ideas, etc.)
Website Basics Questions for your web developer
Sunday, March 21, 2010